advice on how to build meaningful brands

November 23, 2017

6 |How the FIASCO Gelato brand was built with James Boettcher

Why you’ve got to listen to this episode:

In this episode, James Boettcher, owner and Chief Idea Officer of FIASCO Gelato tells the story of how at age 25 and with $1,800 on his bank account he purchased a very small FIASCO Gelato scoop shop and turned it into a Profit 500 company and one of Canada’s fastest-growing manufacturer.

James and the FIASCO team faced some major setbacks but through it all, James and his team showed immense fortitude and commitment to the FIASCO Gelato brand purpose and never waved from it. Quality means doing it right when no one is looking, to build a remarkable brand you need to do the right thing and stick to your brand purpose even when that’s the hardest thing to do. In this episode, you’ll hear how so many times James and the FIASCO team chose to stay true to their brand purpose, even when it meant a lot more work or higher risk. That’s why FIASCO Gelato has grown to be a cult brand with a great loyal following. The delicious Gelato also helped!

Who can benefit from listening in:

If you’re a small business or non-profit, this episode will be both inspirational as well as give you some practical insights on what it takes to build a strong culture and a remarkable brand. Building an internal culture that does whatever it takes to stay true to your brand purpose, even when no one is looking, or when it is the hardest thing to do is what is needed to build a cult brand. That’s is exactly what James has achieved with the FIASCO team and culture.

Even though FIASCO Gelato is a great brand success, it is still a small business and as such probably only a few steps ahead of many other small businesses or non-profits. Hearing from a company that is only a few steps ahead can be more relatable and feel more realistic to achieve similar success.

Key takeaways from this episode:

  • Finding your brand purpose and deliberately committing to it, is the difference between ordinary and remarkable brands.
  • If you’re going to live by and honour your brand purpose, you have to think about everything that you do and everyone that is touched by the brand.
  • Focusing on your values and dedicating the time and resources to live by them, is the investment required to build a remarkable brand.

Links to resources mentioned in this episode

Episode supplement

This episode includes a downloadable .pdf with some of FIASCO Gelato brand pieces including their brand manifesto, values and culture guidelines.

This gives you a peek into the world of the FIASCO brand and is a great example of how a small company can clearly articulate their values and purpose as well as provide guidelines to all staff on how to live by these values.

These are certainly inspirational pieces but they also articulate the expectations for all team members which is essential.



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